NORTHERN PLANNER

Before we start, let me just say that I’m neither suggesting for or against creative development research. It’s helped me in the past it’s true, but some would argue that putting ideas into research strips out any chance of something surprising or new eventually running. Whatever you may think, it’s unlikely you’ll be able to avoid doing it at some stage. And when you do, use it to make the work better, not kill it.

Like I said before, read John Steel’s Truth Lies and Advertising for some great in depth advice and case studies (Sega in particular). You may be required to use qual, or quant and we’ll do them in detail later. For now, here are a few pointers…..

1. You are NOT asking consu mers to judge the work, to decide if it’s right or not, or give an opinion on if it’s good or not. You’re finding out if the work DOES what you want it to DO. And if not, WHY NOT? What would need to CHANGE? You’re helping the work move forward, not kill it. Unless there really is nothing to salvage. Then you have a problem. Either the brief was well off beam, or the wrong work has been allowed to develop.
2. You’re looking for insights into HOW people are likely to react to the idea……reducing the chance of it not working. It’s a pretty defensive process on the face of it. It can stop you making bad work, but it’s a bit harder making it help create good work. That said, there will be times when a nugget comes out that shows you how to deliver the work ina better, fresher way, but don’t expect them. and it can destroy it. By definition, you’re telling people something new, stuff they’re not used to. So ALL comments should be taken with a hefty pinch of salt. So make sure it’s all done in a constructive way. The ideas are usually fine, it can be little things, like the voice over, or the music, or sometimes people just don’t like the look of a certain character.
3. You really do need to define the criteria you’re judging the work against. You MUST define how you want the work to work, then you can compare the actual response. I think you need to ask these questions of the work first:

What’s the commercial objective? Increase sales? Generate sales leads? Price premium?

Who do you want to effect? Make loyal users more loyal? Convert rejectors?

How will the work enhance the brand relationship and opinions of it? Enhance brand values? Benefits?

How will the work achieve it’s affect? Dramatize product benefit? Engaging portrayal of how it was made? A world without it?

By the way, that’s a pretty good set of criteria for your own creative reviews. The worst thing yo can say about creative work is that you JUST, you like/don’t like it.

Anyway, make sure you, the client and the researchers acknowledge what the criteria is BEFORE.

And by the way again, there only seems to be four main aims for advertising:

1. Sales…..get them to register a worthwhile opportunity
2. Persuasion…communicate a credible and convincing point of difference
3. Involvement…..the become involved and identify with the work
4. Salience….it stands out as different

And, of course, you should be looking to address at least more than one of these aims!

This is getting quite long, so we’ll take a break for tomorrow. We’ll be continuing with some pointers on qual pre-testing v quant.